影響民眾使用高速公路電子收費系統意圖之因素研究

The Study of Factors Affecting the Adoption of Electronic Toll Collection System

為提升人工收費效率及改善因繳費而壅塞的車流狀況，利用短距無線通訊技術所發展的高速公路電子收費系統（electronic toll collection, ETC）已儼然為國際主要趨勢，而台灣的ETC系統也已經在2006年2月正式啟用。雖然ETC系統為民眾帶來許多潛在的效益，而相關單位也不遺餘力推展，然而民眾採用並安裝ETC系統相關設備的比例卻比預期來得低。因此本研究的研究目的，係以計劃行為理論與知覺風險觀點為立論基礎，試圖了解究竟是哪些因素影響了民眾採用ETC系統的意圖。經實際以高速公路駕駛人為樣本並進行問卷資料收集與分析後，本研究發現使用者的態度、主觀規範、知覺行為控制三項因素對ETC系統的採用意圖有正向顯著影響。而知覺風險則對ETC系統的採用意圖則有顯著的負向影響。此外，知覺有用性、知覺易用性、程序公平三項因素對ETC系統的態度有正向顯著影響外，程序公平更對態度與使用意圖間的關係有顯著的調節效果。本研究進一步加以討論上述研究結果並提出相關的ETC系統推廣策略建議，同時也說明本研究的研究意涵、研究限制與未來研究方向，俾供學術界、實務界以及相關單位參考。

In order to reduce the number of vehicles stuck in congestion, especially for stop-and-go traffic at toll plazas, the establishment of electronic toll collection (ETC) systems has been a hot issue and dominant trend in many countries. Many of the developed countries have adopted ETS system in their expressways to improve the efficiency and decrease the cost of charging tolls. The ETC system is also listed in the head of the most important traffic policies by the Taiwan government. However, despite the potential benefits for motorists, the utilization rate has been lower than expected during the introductory stage. The objective of this study is to investigate possible factors affecting people’s intention to adopt ETC system by integrating both Theory of Planned Behavior (TPB) and perceived risk perspective. Through empirical data collection and analysis from highway motorists in Taiwan, we found that perceived usefulness, perceived ease of use, and procedural justice indeed positively engender motorists’ attitude towards ETC service adoption. Moreover, results also reveal that attitude, subjective norm and perceived behavioral control positively influence the intention of ETC system adoption. Lastly, perceived risk could negatively influence the intention of ETC system adoption. Implications for practitioners and researchers and suggestions for future research are also addressed in this study.